Shooting Industry June 2010 - Page 20

Outdoor Outdoor marketplace Dealers, You Can Profit From Hosting First Shots J.K. Autry irst Shots, the highly successful taking part in First Shots returned to shoot yearly membership at that range,” Dalena NSSF program, is revolutionizing at the range an average of six times during said. “All of these things are based on the histhe way dealers attract new custom- the first six months following the seminar. tory of First Shots across the country. These ers. Foremost, the program introduces new Dalena points out that for a 30-person are the standard return rates. I don’t know shooters to handguns, shotguns and rifles class, this translates to 12 shooters return- a businessman anywhere who wouldn’t be in a safe and friendly environment, but it happy with that return on investment.” also achieves much more. It’s a business The social element of First Shots is a builder. The program allows participants major factor in what makes the program to test different firearms beso successful. Surveys show fore making a purchase, and that 60 percent of First Shots develops the all-important participants introduce a relationship with the dealers friend or family member to and range operators. recreational shooting. ConDuring 2009: “First Shots provides dealsidering these compelling staers with an opportunity to open up • 259 seminars at 128 ranges in 38 states tistics, it’s not surprising that their doors to folks who have nev- • 6,000-plus people introduced to firearms 135 ranges across the United er entered the store before,” said Following seminars: States now participate in the Cyndi Dalena, First Shots program • 2,400 attendees made 14,400 visits to shoot at ranges. First Shots program. manager. “It’s an opportunity — at “We have ranges that host • 3,180 attendees met their state’s handgun requirements. minimal cost — to introduce their one seminar a month. A courange to an audience in their neigh- • 1,020 attendees took a formal training class. ple ranges host twice a month. borhood that potentially has never • 600 attendees purchased range memberships. Even if ranges host four times been there before. Reaching that • 2,580 attendees made purchases. a year, you have the potential • Total spent at local ranges: $1,518,588! new audience is the key.” to bring in 48 new shooters,” Dalena said. “Those new cusNumbers Mean Success tomers are going to need equipIn reaching this new audience, dealers ing to shoot six times — meaning 72 total ment; they are going to need training; they have an opportunity to solidify new cus- visits during those six months. are going to need someplace to improve tomers. First Shots boasts a slew of data Additionally, 43 percent of participants their skills. All of those services are going proving the program’s effectiveness. purchase shooting equipment, spending an to be sought out by new customers, and Since the program’s inception in 2005, average of almost $600 per person. they are going to trust the range that gave NSSF surveys show 40 percent of those “Another 10 percent will purchase a them such a great experience.” F Hosting Seminars Made Easy F ortunately, NSSF makes it easy for dealers to host First Shots seminars. The first step is to request a reference guide at www.firstshots.org or by calling (203) 426-1320. First Shots provides a concise agenda for the event based on accepted practices of firearms training. Richard Hare, of Tri-Cities Shooting Association in Washington state, praises the program’s curriculum, which includes a PowerPoint presentation on the basics of shooting. It teaches new shooters about firearms, grip, sight picture and more. “The program emphasizes safe and responsible ownership, shooting and storage of firearms,” Hare said. “It emphasizes complying with the laws of your state in the purchase, ownership and the transportation of firearms. Overall, the program promotes the type of firearms ownership and use we want to project to our community and nation.” NSSF also offers an advertising co-op to dealers, proJUNE 2010 NSSF offers extensive help, including ad templates, for dealers and range operators wishing to host a First Shots seminar. Visit www.firstshots.org. 20 Read SI DIGITAL www.shootingindustry.com